It’s easy to think of public relations as simply a way to get stories placed in the media. And while media placement is certainly an important part of any PR effort, there’s far more to a public relations program.

In the second episode of the INKcast, hosts Joey and Kim are joined by INK’s co-founder Starr Million Baker to discuss the value of an integrated PR program that capitalizes on the four different types of media: earned, owned, paid, and shared. Starr also talks about a current campaign that has been very successful and provides her sage advice to anyone looking for PR assistance.

Joey and Kim also discuss their NCAA Tournament brackets because, hey, March Madness is still in full effect. Can Joey, an avid college basketball fan, bounce back from his champion losing in the first round? Or will someone who picks based on the cutest mascots once again beat him? You’ll have to tune in to find out!

Like what you hear? Got a question for the show? Want to make sure we cover something in a later episode? Feel free to shoot us a message on Facebook or Twitter. You can also check out the first episode of the INKcast right here!